BMW shifts future of retailing to its premium dealerships

BMW South Africa is heeding all calls as evolving customer needs and expectations are a challenge facing all retail sectors. As part of its retail strategy the BMW Group South Africa is implementing a comprehensive new programme called Future Retail in all its BMW and MINI dealerships over the next two-years.

Future Retail comprises of a range of retail initiatives and tools designed to enhance a BMW customer’s premium retail experience thay houses the need to increase the number of possible customer contact points, expand the services and benefits offered through retail channels, enhance the retail experience at dealerships and through initiatives like pop up stores allowing the dealer to play an even bigger role with an increased number of contact points.

Future Retail was launched in conjunction with BMW i earlier this year, in the four selected BMW i dealerships:
– Club Motors Fountains
– Sandton Auto
– SMG Cape Town
– Supertech

Customers who visit the four pilot dealerships will be introduced to new elements like visible new brand architecture, newly designed and reconfigured showroom floors, IT guided product presentations and the BMW or MINI Genius, whose role is to explain the products in detail to the customer without the pressure of making a sale.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.